Intrusive or Exclusive – What Would You Choose Personalization to be Like?

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Surajit is an analyst with over 8+ years’ experience in market research capabilities across domains. As Director – Research at MarTech Advisor, he is in charge of directing, conducting, tracking and monitoring market research campaigns on current and emerging trends and technologies across business functions and processes. He networks with thought leaders to create research documents, while also working with in-house writers and analysts to create incisive content that benefits the industry. With a knack for finding a creative context to an otherwise mundane field, he showcases an exceptional drive to provide an innovative take on research in everything, including technology and analytics. On weekends, you will find him either ‘cooking’ up a storm in the kitchen (much to his wife’s distress!) or whipping out his paints ‘n’ brushes to colour up his world.

In the pursuit of creating an exceptional customer experience, businesses are overwhelming their consumers with an excess of information that is virtually drowning them with the “burden of choice.” This in-turn is degrading the experience, further increasing the cart abandonment rate.

Accenture Interactive’s 2018 Personalization Pulse Report aims to understand how consumer expectations for personalization are evolving in the age of hyper-customization. It is time businesses get a grip on consumer dissatisfaction and keep pace with their expectations. But the question is – how? Our exclusive QuickTech Infographic version of the Accenture Report summarizes the key findings and makes it easy to get your key takeaways at a glance.

But before that, here are 3 tips from Jeriad Zogh by, Global Lead for Personalization at Accenture Interactive, on how marketers can optimize their personalization effort.

1. Enable a two-way dialogue. When interacting with brands, customers are often overwhelmed by choices and underwhelmed by poorly curated experiences. The solution is to shift away from traditional marketing communication models to a continuous, two-way digital dialogue. By doing this, brands shift control of the experience to the customer and become more effective at listening to the customer and giving them the power to buy and consume what they want, on their own terms. This results in a significantly better experience for the individual and is also the most effective way for brands to scale 1-to-1 personalized experiences.

2. When it comes to data – transparency and trust are key. In today’s digital world, brands think obtaining as much data as possible is the key to enable personalized experiences that bring customers back time and time again. In reality, the quality of the data is most important, along with the source of the data, which is why brands need to focus on data provided directly by the customer.

3. Keep your marketing cool, not creepy. According to the data, the most invasive approach is using consumer location to offer personalized deals as they walk by physical stores. Respondents indicated that an appreciated tactic used by brands is sending apology emails after offering poor in-store or online experiences (45 percent) or an apology message on the brand website (41 percent).

Dive right into the findings of the report in this visual graphic, and you may be inspired to rework your personalization strategy based on the voice of your customers!